Kommunikationssteuerung und Kommunikationscontrolling Das Beispiel Henkel

Zusammenfassungen  In Zeiten von immer knapper werdenden Ressourcen sehen sich viele Kommunikationsverantwortliche zunehmend in der Pflicht, die vorhandenden Budgets effizient und effektiv einzusetzen sowie ihren Wertsch?pfungsbeitrag nachzuweisen. Dabei unterliegen sie den gleichen Controllinganforderungen, die an andere Funktionen eines Unternehmens gestellt werden. Eine m?gliche Strategie zeigt das Praxisbeispiel des internationalen Konsumgüterherstellers Henkel. Ernst Primosch Corporate Vice President und Head Corporate Communications bei der Henkel KGaA in Düsseldorf M. A. Simone Gleumes Leiterin Strategy & Steering im Bereich Corporate Communications bei der Henkel KGaA in Düsseldorf     

Nachhaltiges Marketing im Schweizer Detailhandel: Das Beispiel Migros

Zusammenfassung  Wird das Thema Nachhaltigkeit vom Marketing mit allen seinen Aspekten aufgegriffen, hat das Auswirkungen auf die gesamte Wertsch?pfungskette. Die Schweizer Einzelhandelskette Migros begann bereits im Jahr 1973 damit ihren Kunden Produkte aus integrierter Produktion anzubieten. L?ngst ist daraus ein umfassendes nachhaltiges Konzept entstanden, dessen Kern ein eigenes Label dokumentiert. Somit gelingt es der Migros die drei zentralen Aspekte des nachhaltigen Handelns — ?kologische, soziale und ?konomische Dimensionen — umzusetzen.     

Innovationskommunikation 2.0 — Das Beispiel Apple iPhone

Zusammenfassung  Das iPhone ist laut TIME Magazine die Innovation des Jahres 2007. über das innovative Telefon wurde intensiv in den digitalen und analogen Medien berichtet. Apple schaffte es im Gegensatz zu vielen Konkurrenten durch eine gezielte Innovationskommunikation bei potenziellen K?ufern bereits weit vor der offiziellen Markteinführung Wissen über den Namen, das Design und die Funktionalit?ten des iPhones aufzubauen.     

Das schwedische Konsumentenversicherungsgesetz Eine Antwort auf die Kommentare von Bernstein und Gärtner

Ohne Zusammenfassung     

Human resources in Vietnam: The global challenge

This article takes a critical look at the management of people in Vietnam. It examines the prevailing business environment and the reform process and their implications for skill formation and the development of managerial expertise. The analysis then proceeds to examine on a thematic basis some specific human resource practices in four firms based in Hanoi—two state‐owned enterprises and two multinationals. The article analyzes the traditional and emergent human resource practices showing how they reflect industrial and historical‐cultural contextual factors. The discussion also considers the suitability and adequacy of these practices while locating them within the international human resource management debate. This article thus contributes to the critique of global human resource management by exploring the relevance of mainstream human resource theory and practice to the Vietnamese case, especially given the increasing role of multinational firms in the Vietnamese economy. © 2001 John Wiley & Sons, Inc.     

Schwachstellen der Werbeselbstkontrolle: Aufgezeigt am Beispiel des Deutschen Werberats

Weaknesses of advertising self-control: The case of the “Deutscher Werberat» (German Advertising Council, DWR). The paper scrutinizes the activities of DWR, the most important self-regulatory institution of German advertising business, founded in 1972. Its ten members come from the industry, the media, and the advertising agencies and professions. Consumers are not represented on the board; there is only a committee for co-ordinating contacts with the leading German organization, namely Arbeitsgemeinschaft der Verbraucher. DWR invites complaints from everybody about indecent, misleading, and unfair advertising. The main guideline of DWR is the code of the International Chamber of Commerce, the ICC Rules. DWR has hardly any possibilities to sanction those firms that infringe the rules; it can ask for only voluntary compliance with its opinions. In order to understand how DWR really works, the author examined advertisements in different German magazines (e. g.,Stern, Der Spiegel) from June 1976 to December 1978. For about 320 of those, published by well-known German and foreign firms, he filed complaints to DWR because of alleged contravention of advertising rules. They constituted a large part of the complaints received by DWR since in total, the Council dealt with about 670 complaints during that period. 73.9% of the author's complaints were not accepted by DWR (see Table 1 of the paper). The following weak points of the self-controlling system were discovered:

1. Complaint handling takes an extraordinary long time: an average of 32 days for complaints which were successfully filed (see Table 2). This means that a suspect advertisement can appear for quite some time before it is stopped by the opinion of DWR.
2. There are, in the view of the author, many wrong decisions, especially in cases of misleading advertising (ambiguous, hyperbolical, incomplete, untrue claims). Fifty-two of the advertisements which had been judged acceptable by DWR could be stopped with the help of other institutions.
3. The procedure of complaint handling gives cause for criticism, for instance, in cases of ambiguity, interpretations usually favour the advertiser. Of the complainant, DWR demands proof that an advertiser's claim is untrue, whereas the advertiser remains in the clear if he makes some vague statements to the effect that the claim is true or the complainant's arguments are incorrect.

The author concludes by making some proposals for reform of the self-regulatory system and for the increase of its efficiency. In his opinion, self-regulation does not exclude government intervention in advertising, however.     

Unrealistische Einnahmeplanung durch Geber und Nehmer: das Beispiel Bremen

A long-term analysis of incorrect revenue forecasts for the state of Bremen shows the importance of these forecasts for the failure of budgetary rehabilitation programmes. The findings contradict those analysts who blame misleading incentives in the federal distribution system of common taxes and advocate expenditure cutting. Looking forward, this development may reoccur, not only in Bremen but in other states as well, which would jeopardise the constitutional limit on deficits. This paper discusses the fiscal policy conclusions to draw from this unrealistic planning, addressing both the problems of states in a budgetary crisis and the system of tax distribution in Germany, which has to be reorganized in 2020     

Pioneering Asian Franchise Brands: Pho24 in Vietnam

Pho24 is Vietnam's largest and most rapidly growing franchise system. In this research, a case study approach is used to study the franchising strategy employed by the organization to achieve rapid growth in Vietnam and internationally. Key people in the organization were interviewed, including the founder/franchiser, franchisees, and company employees. Data were collected over a 12-month period from the organization's operations in three countries: Vietnam, Australia, and Singapore. The findings indicate that cultural and legal contexts heavily influence the franchiser's philosophy. Traditional explanations of franchising, such as resource constraints theory and agency theory, only partially explain the motivations for franchising. An alternative hybrid model of franchising—an Asian partnership model of franchise brand management—is adopted to improve control and collaboration between the franchiser and franchisees.     

Child injury prevention in Vietnam: achievements and challenges

As with other South Asian countries, injury is becoming a leading cause of death and morbidity among children in Vietnam. In response to the increasing burden of child injury, government and non-government agencies in Vietnam have combined efforts during the last decade to develop and implement various child injury prevention strategies and programmes. This article provides, through a review of relevant documents and interviews with major stakeholders, an overview of these efforts and highlights major challenges to child injury prevention in the country. The findings point to notable achievements in terms of increasing awareness of injury facing children at all levels in the community and developing a sound injury prevention policy framework in a relatively short period of time. However, much needs to be done to implement necessary environmental and legislative changes, strengthen child injury surveillance and injury prevention research; and to improve access to health services. The insight into the experience of Vietnam could benefit other low- and middle-income countries with a high burden of child injury.     

Child injury prevention in Vietnam: achievements and challenges

As with other South Asian countries, injury is becoming a leading cause of death and morbidity among children in Vietnam. In response to the increasing burden of child injury, government and non-government agencies in Vietnam have combined efforts during the last decade to develop and implement various child injury prevention strategies and programmes. This article provides, through a review of relevant documents and interviews with major stakeholders, an overview of these efforts and highlights major challenges to child injury prevention in the country. The findings point to notable achievements in terms of increasing awareness of injury facing children at all levels in the community and developing a sound injury prevention policy framework in a relatively short period of time. However, much needs to be done to implement necessary environmental and legislative changes, strengthen child injury surveillance and injury prevention research; and to improve access to health services. The insight into the experience of Vietnam could benefit other low- and middle-income countries with a high burden of child injury.     

Doing business in Vietnam

This article examines the opportunities and challenges of doing business in Vietnam. We focus on the seven‐year development process of the venture capital industry in Vietnam as an indicator of the long‐term process of creating and managing business investments there. Although there are many lucrative business opportunities in Vietnam, there are also significant challenges that must be carefully analyzed before making an investment. Challenges include finding quality investments, long payback periods, a lengthy and expensive process to develop a management team, and significant misunderstandings because of cultural differences between Western and Vietnamese investors. © 2001 John Wiley & Sons, Inc.     

International briefing 18: training and development in Vietnam

Vietnam provides a typical case of an emerging economy, which has attempted to develop the country and join the world economic mainstream with a highly agricultural base, large and young labour force, and a dynamically growing private sector. After a long period of quantitative growth, it is now focusing on achieving quality of development, with a view to balance economic growth and quality of life improvement for its population. Education has been chosen to be the key plank in the successful implementation of this strategy. This article reviews the general socio‐economic background of the country, the high need for skilled labour, the structure of its educational system, the pitfalls at the high education level, and its strategy to overhaul the whole system in order to ensure quality from the input phase of the development process.     

Workfare: Eine wirksame Alternative zum Kombilohn

Die hohe Arbeitslosigkeit von Geringqualifizierten ist Gegenstand zahlreicher Vorschl?gen zur L?sung dieses Problems. Worauf beziehen sich die Vorschl?ge im Einzelnen? Welche Besch?ftigungs- und Einkommenseffekte sind mit ihnen verbunden? Wie schneidet das Workfare-Modell im Vergleich dazu ab? Dr. Hilmar Schneider, 49, ist Direktor für Arbeitsmarktpolitik am Institut zur Zukunft der Arbeit in Bonn; Holger Bonin, 38, Dipl.-Volkswirt, ist dort wissenschaftlicher Mitarbeiter.     

A Second Show in Vietnam

Feature of the exhibition: all products are manufactured by famous auto groups of China,organized by China Machinery Industry Federation with high authority and reliability;representing advanced technology and general price of Chinese autos and motorcycles.     

Critical success factors in project management: implication from Vietnam

This study will assess successful project performance based on key project factors. The indicators of project success are cost, time, technical performance and customer satisfaction as used in previous studies. The sample consisted of 239 project members and managers currently involved in infrastructure projects in Vietnam. Regression analysis was used to test five hypotheses developed from theories on project success. Three groups of factors including manager competencies, member competencies and external stability have significant positive relationships to the success criteria. The completion and implementation stages in the project life cycle are also positively related to success. The implementation stage of a project moderates both the effects of external stability and organization support on success. The implication for project managers is that implementation is the key stage in determining the success of projects.     

越南台湾新南向的焦点?

台湾大型企业列出的一长串投资越南的“清单”似乎表明：在台湾当局的大力推动下，在越南投资环境的吸引下，越南越来越受到台湾商人的青睐。